21-8-2020
De Beers conducted its third Diamond Insight Flash Report, which looks at the consumer perspective in the U.S. and how it continues to evolve as the country deals with COVID-19.
Interviewed 500 Americans aged 18 and above, 44 percent had more cash flow in the light of the cancellation of travel, dining or other experiences during coronavirus lockdown and travel restriction. One in eight consumers said they would purchase diamonds to mark a special occasion such as holiday season.
De Beers CEO Bruce Cleaver said: “As a product that can be both experiential and meaningful, diamonds fill the temporary void left by travel in the way few other luxury products can. Diamond marketing themes that highlight these attributes are likely to be particularly well received.”
The latest research reflects American consumers generally have an optimistic outlook on their finance situations in the soon future. Almost half of the respondents expect their jewellery expenditure would return to normal, with a further 25 percent wish the situation will normalise in the coming six months.
← Back